Radio Advertisement, Harrisonburg Social Security Administration
SMAD252: Copywriting for Advertsing
For this assignment, our team created a 30-second live-read radio advertisement for the Harrisonburg Social Security Administration. The spot was designed to provide clear, accessible information for recently arrived refugees—specifically individuals from Pakistan settling in the Harrisonburg community. Our aim was to balance clarity with warmth, offering practical guidance while reinforcing the message that local support is available.
Details
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Course: SMAD Writing for Broadcast / Radio Advertising
Date: March 14, 2025
Group Members: Emily Cunningham & Alice Roeper
My Role: Co-Copywriter, Researcher, Creative Strategist
Step 1: Research & Audience Understanding
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Examined demographic and linguistic data for refugees arriving from Pakistan (49–58% English proficiency).
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Studied the challenges refugees face when entering U.S. systems; employment, education, and social services, all of which require a Social Security card.
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Identified the Harrisonburg SSA office’s role as one of the first and most essential touchpoints for newly resettled individuals.
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Chose a live-read format to maintain a direct, trustworthy, and easily understandable tone.
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Drafted multiple scripts emphasizing empathy, welcome, and practical next steps.
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Collaborated on a hook that validated emotional challenges: “Starting over is never easy, but you're not alone.”
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Strengthened the argument by clearly explaining why the Social Security card is essential and what opportunities it unlocks.
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Refined the call to action with a specific address and simple instructions to reduce confusion.